Tracking the brand’ supply or distribution chain is critical to measure efficiency while discovering points of leakage or inefficiency.
As they say measure everything that you would like to control. Every thing is tracked today and tracking your goods till they reach your end customer (consumer) is vital. Every data point from your distribution chain provides key insights like the time it takes the goods to reach the big distributors from your warehouse or factory. This is where most brands stop and lose track of details except hand generated field reports which may or may not be representative of facts.
Use of tracking without needing any human input i.e. automated, makes the data both credible and possible to do it on scale. Having details suddenly provides ability to analyze the data and draw insights. These insights can be used to measure efficiency in distribution, reach, brand engagement and effectiveness of marketing campaign among others.